Isabel Marant, the French designer known for her relaxed, tomboyish designs, is on a roll. The brand recently announced a plan to grow global sales from the current level of €300 million to €500 million annually, alongside an expanded retail network. But why is the designer, so long an under-the-radar favorite of a certain type of cool girl, increasing in popularity at this particular moment?

Part of it is down to clever merchandising. One of Marant’s most popular products are her women’s sneakers, which have become a bestseller on platforms such as Farfetch. With a chunky look that is both quirkily fashion-forward and comfortable, they come in a variety of styles, such as the wedge sneaker, that work well for a range of looks and levels of formality.

Apart from her clever merchandising of sneakers and accessories, Marant has a dedicated following among celebrities and fashion editors. Her designs have been worn by many bold-face names such as Victoria Beckham, Beyoncé, and Blake Lively. As a brand, Isabel Marant still feels undiscovered – but it’s obviously gaining in popularity with those in the know.

With the rise of athleisure and casual fashion, Isabel Marant’s blend of slouchy ease and off-duty cool makes her clothes versatile and very of the moment. It’s no surprise that more and more women worldwide are buying into this vision of zero-stress femininity.

Article credits

Image: Isabel Marant S/S 2017 sourced from Daily Front Row.

Researched and written by QVDN staff.